New Digital Age has announced the launch of Agents of Change, a new annual list designed to recognise the brand-side marketers who are truly driving innovation and results.
The marketers will be chosen by a jury of agency leaders, ensuring they are chosen for their real-world work and results.
Rather than relying on editorial opinion alone, New Digital Age has turned to the agency leaders who experience this work first-hand. These are the people working day in, day out with brand-side marketers, seeing who pushes boundaries, who enables creativity, who takes informed risks, and who ultimately delivers work that performs for both brands and customers.
The result is an initiative rooted firmly in real-world impact.
“We hope this initiative will uncover new marketing talent to celebrate,” said NDA Editor-in-Chief Justin Pearse. “After all, it’s so often the agency people who work with client-side marketers day by day who really know who is the catalyst for amazing work, who truly enables its delivery.”
NDA Publisher Andy Oakes added: “This is an important new initiative for us. NDA has always been about celebrating the people of our industry and Agents of Change puts the spotlight on the true client-side marketing talent driving our industry.”
How the process works
The Agents of Change ranking begins with agency nominations. Senior figures from across media, digital, and performance agencies will nominate up to three brand-side marketers they believe genuinely deserve recognition. Each nomination will be supported by a short explanation, focusing on how that marketer enables, drives, and delivers exceptional work.
The jury will vote on the marketers they believe most deserve recognition, with the entire process independently managed by the New Digital Age editorial team to ensure fairness and transparency.
From this, the Agents of Change Top 50 will be revealed, spotlighting the marketers most responsible for driving innovative, effective, and exciting work across the industry. All nominees will receive extended editorial profiles, exploring what truly sets them apart as leaders of innovation, delivery and progress.
More than a list
Beyond the ranking itself, Agents of Change is designed as an ongoing editorial platform. Each marketer featured will be individually profiled on New Digital Age, telling the story of their approach, their partnerships, and the tangible results they have achieved alongside their agencies.
The initiative will also be celebrated at an exclusive NDA event, bringing together both the winning marketers and the agency leaders who nominated them. The focus will be on collaboration, partnership, and the conditions required to turn ambition into reality.
Throughout the year, New Digital Age will continue the conversation with interviews, panels, and roundtables exploring how the industry’s best marketers and agencies work together to deliver meaningful outcomes.
Agents of Change stands apart by being chosen by those who see the work happen, recognising real impact over reputation, and celebrating authenticity earned through results.
